Looking to build awareness of Canada’s athletes headed to the Rio 2016 Paralympic Games, the Canadian Paralympic Committee, in partnership with BBDO Canada, launched its Team Canada Rio 2016 brand campaign, the ParaTough Training Series featuring the first workout series led entirely by Canadian Paralympians.
The campaign lets fans experience firsthand the intense and grueling training done by some of Canada’s toughest Paralympic athletes. The ParaTough Training Series, now available online at ParaTough.com, features 14 Rio-bound Paralympians showcasing five authentic, challenging workouts that they do regularly in order to compete at the elite level – and fans are invited to follow along and try to keep up.
Wheelchair basketball star Cindy Ouellet, for example, showcases her tremendous upper body strength by pounding out one-arm chin ups while in her wheelchair, using it as an extra 20-pound weight. In this featured ScreenWork video, Ouellet is one of four wheelchair basketball players who we see in intense training.
The series of shorts was produced by Common Good for BBDO Toronto.
The Rio 2016 Paralympic Games will take place Sept. 7 to 18. Canada will send a team of approximately 160 athletes competing in 19 sports. Selection is ongoing and the full Canadian Paralympic Team will be officially announced later this summer.
